How Under Armour Advertises on Meta

# Ad summary This Under Armour ad showcases new activewear for both men and women. The ad uses a split-screen format to highlight the newness of the apparel, featuring a female athlete on the left and a male athlete on the right, both set against a rugged, mountainous backdrop. # Brand positioning Under Armour is presented as a leading brand in high-performance athletic apparel. The brand is positioned for individuals dedicated to intense physical training and outdoor activities. The ad conveys a sense of quality and durability, aligning with a lifestyle of rigorous fitness and resilience. Under Armour differentiates itself by focusing on gear that supports demanding workouts and rugged environments, appealing to athletes who require reliable, high-performance clothing. # Product The ad features a range of activewear including a sports bra and leggings for women, and a short-sleeved t-shirt for men. The women's apparel is a coordinated set in grey, featuring a sports bra with the 'UNDER ARMOUR' logo on the band and high-waisted leggings. The male athlete is wearing a short-sleeved crewneck shirt in a heathered orange color, with a subtle Under Armour logo on the upper left chest. The ad highlights the newness of these items, suggesting they are the latest in Under Armour's performance line. # Visual style The ad features a high-production quality with studio-style lighting that accentuates the athletic builds of the models and the texture of the clothing. The visual motif is a split-screen layout, which is uncommon. The image treatment includes background blurring to emphasize the subjects and color grading that enhances the natural tones of the environment. The typography is large and bold. The style is disruptive due to the split-screen, aiming to grab attention in a busy feed. # Hooks Headline: new # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The split-screen layout and the repetition of the word "new" convey the brand's message of offering innovative and diverse athletic apparel for both men and women. - Brand: The rugged outdoor setting underscores the brand's positioning of durability and performance in challenging conditions. # Storyline - The ad opens with a split-screen format, immediately introducing the theme of duality and balance in Under Armour's product line, showcasing apparel for both male and female athletes. This is told from the brand's perspective to highlight the breadth of their offerings and their appeal to a wide range of athletes. - The word 'new' is repeated multiple times over both halves of the image. This is done from the brand's perspective to emphasize the product line's freshness and innovation. - Both athletes are set against the backdrop of a rugged, outdoor environment. This backdrop is shown from the brand's perspective to convey a message of durability and performance under tough conditions, reinforcing Under Armour's commitment to providing gear that stands up to rigorous activity.

# Ad summary This image ad split screen features two people in Under Armour athletic wear with a large white 'new' announcement overlayed. The Under Armour logo is prominently displayed. # Brand positioning Under Armour is presented as a high-performance athletic wear brand designed for individuals who are serious about their training and fitness. The choice of athletic apparel and the rugged, outdoor setting suggest a brand that values durability, functionality, and resilience. The brand promotes a lifestyle of intense physical activity and pushing personal limits, demonstrated through both the apparel and the implication of the environments where the wearers would be training. Under Armour stands as a brand that does not cut corners when it comes to athletic performance. # Product The ad features Under Armour athletic apparel and footwear. On the left, the woman is wearing a matching gray set of high-waisted leggings and a sports bra. She also is wearing black athletic shoes. On the right, the man is wearing a white t-shirt with a silver chain necklace, layered under a black zip-up athletic jacket. He appears to be wearing athletic pants that are not fully visible in the shot. The clothing is designed to be functional and durable, suitable for intense workouts. The apparel on both people emphasizes the brand's focus on high-performance athletic wear, designed to support rigorous physical activity and training. # Visual style The ad has a high production quality with a split-screen layout. The image treatment includes desaturated colors and a focus on strong contrast. The typography is large and bold to capture attention. The ad presents a modern, athletic aesthetic. # Hooks Headline: new # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image presents a cohesive brand message, highlighting the new athletic wear line. # Storyline - The image is split into two separate visuals. The person on the left is standing on a rocky surface holding a jacket and the person on the right is in a more neutral environment in a jacket with a chain. This is intended to display both the mens and womens offerings from the brand, while showing the same dedication to athletic performance. - The word 'new' is featured prominently across the middle of the image. The intent is to grab the audience's attention with the new product announcement. - The Under Armour logo is located at the bottom of the image. The purpose of this is to reinforce brand recognition.

# Ad summary This image ad showcases the Under Armour Drive Pro Hybrid 1/2 Zip. The ad features Kieron Van Wyk, an Under Armour tour staff member, wearing the garment. # Brand positioning Under Armour is presented as a performance-driven athletic brand focused on equipping athletes with innovative apparel to enhance their performance. The presence of Kieron Van Wyk, a UA Tour Staff member, aligns the brand with professional-level sports, indicating Under Armour aims to be perceived as a brand that meets the demands of serious athletes while also promoting a lifestyle of dedication and high performance. The simple, clean aesthetic suggests a focus on functionality and quality over flashy design, following category norms for athletic apparel while pushing against competitors that may focus more heavily on lifestyle or fashion elements. # Product The product featured is the UA Drive Pro Hybrid 1/2 Zip, a navy blue athletic garment designed for golf. It is a long-sleeved top with a half-zipper at the front. The garment appears to be made from a flexible performance fabric, designed to provide comfort and freedom of movement, as well as protection from the elements. There is a small white Under Armour logo (on-package label text) visible on the upper left of the chest. This clothing item is explicitly endorsed by Kieron Van Wyk, a UA Tour Staff member. The ad implies this product is of high quality and suitable for professional athletes, likely addressing the purchase barrier of performance and reliability for serious golfers. # Visual style The ad features a clean, studio-shot aesthetic with a focus on the product and the athlete. The lighting is soft and even, and the color palette is muted, which keeps the focus on the product and the athlete wearing it. This is a polished and professional presentation of the garment. The ad has a minimalistic design, aligning with a modern, functional style. This can increase scannability and stop power in the feed by contrasting with busier, less curated content. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Features - UA Drive Pro Hybrid 1/2 Zip # Call to action None used. # Social proof - Kieron Van Wyk is a UA Tour Staff member, so this confirms the quality and suitability of the product for professional athletes. # Point of view - Brand: The inclusion of the brand's name and logo at the top of the image represents the brand's point of view in presenting and promoting the product. # Storyline - The image opens by establishing the product and brand. This sets the stage for showcasing the specific item being advertised. It's from the brand's perspective to clarify what is being promoted. - The perspective then shifts to highlight the Under Armour Tour Staff member, Kieron Van Wyk, wearing the product. This elevates the product's perceived value through association with a professional athlete. The brand is aiming to illustrate that the product is good enough for professional athletes. - The ad concludes by focusing on the product's visual appeal and quality, from a viewer's perspective. This aims to create a desire for the product and an understanding of its potential benefits.

# Ad summary This ad showcases Under Armour's new golf collection, 'Warning', featuring apparel and accessories designed for highly skilled golfers. # Brand positioning Under Armour is presented as a performance-driven athletic brand, specifically catering to the needs of serious golfers. The brand positions itself as a provider of high-quality apparel and accessories designed to enhance performance on the golf course. By focusing on a specific niche within the athletic market, Under Armour aims to be the go-to brand for golfers who demand top-tier gear. The brand's tone is serious and focused, aligning with the dedication and skill required in golf. The brand pushes against the norm of casual golf attire, instead promoting a more technical and performance-oriented approach. # Product The ad features Under Armour's 'Warning' golf collection, which includes a range of apparel and accessories designed for highly skilled golfers. The collection includes hoodies, polo shirts, shorts, and hats, all featuring a sleek and modern design with the 'Warning' logo. The apparel is made from high-performance materials, offering comfort and functionality on the golf course. The hoodies and polo shirts come in various colors, including blue and navy, with subtle branding details. The shorts are designed for ease of movement and feature a unique graphic on the leg. The hats are baseball cap style with a contrasting color accent. The collection is presented as exclusive and tailored for serious golfers, addressing the need for high-quality, performance-driven golf apparel. # Visual style The ad features a clean and modern visual style with a focus on showcasing the Under Armour golf collection. The production quality is high, with well-lit and professionally styled product shots. The visual motif is a grid layout, with the products arranged in a visually appealing manner. The image treatment includes subtle color grading to enhance the colors of the apparel. The typography is large and bold, making it easy to read. The overall style is designed to be eye-catching and informative, appealing to serious golfers. # Hooks Headline: THE UA 'WARNING' GOLF COLLECTION # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for high-quality, performance-driven golf apparel for serious golfers. "Only for highly skilled golfers" signals that the collection is designed for those who demand the best. # Value propositions - High-performance materials for enhanced comfort and functionality - Sleek and modern design for a stylish look - Exclusive 'Warning' logo for prestige and exclusivity - Designed for highly skilled golfers, ensuring top-tier performance # Benefits - Comfort and functionality on the golf course - Enhanced performance - Stylish and modern look - Exclusivity and prestige # Features - High-performance materials - Sleek and modern design - Exclusive 'Warning' logo - Designed for highly skilled golfers # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the Under Armour 'Warning' golf collection, highlighting its design, features, and exclusivity. # Storyline - The ad opens with a display of the Under Armour 'Warning' golf collection, immediately setting the stage for what's being promoted. The brand is telling the audience that it has a new line of golf apparel and accessories available. - The camera then focuses on the individual items within the collection, highlighting the design and features of each piece. The brand is showing the audience the variety and style of the apparel, emphasizing its appeal to serious golfers. - The ad concludes with a close-up of the 'Warning' logo and the tagline 'Only for highly skilled golfers,' reinforcing the exclusivity and performance-driven nature of the collection. The brand is telling the audience that this collection is specifically designed for serious golfers who demand the best.

# Ad summary This ad showcases Under Armour's SlipSpeed Training Shoes. The ad presents these shoes as new and innovative, highlighting their versatility and comfort. The visual narrative features a female athlete working out in a rugged outdoor environment, emphasizing the shoes' adaptability for various activities. # Brand positioning Under Armour is presented as an innovative athletic apparel brand focused on high-performance gear. The brand occupies a space in the consumer's mind as a provider of technologically advanced products that enhance athletic performance and support an active lifestyle. The brand aligns with values such as determination, resilience, and pushing personal limits, promoting a lifestyle of fitness and peak performance. Under Armour distinguishes itself by focusing on functional performance and innovation, as seen in the SlipSpeed shoes. The brand's positioning is both functional, emphasizing performance and adaptability, and emotional, inspiring users to achieve their fitness goals. # Product The Under Armour SlipSpeed Training Shoes are presented as a versatile and comfortable footwear option designed for various activities. The shoes are shown being used during an outdoor workout. The ad highlights that the shoes are "new", and the visual presentation emphasizes their adaptability and sleek design. These shoes aim to eliminate the need for multiple pairs of athletic shoes by being suitable for both training and casual wear, addressing the pain point of needing different shoes for different activities. The SlipSpeed shoes are worth trying because of their versatility and innovation, offering convenience and performance in one package. # Visual style The ad has a polished commercial aesthetic with natural lighting and quick cuts. The editing style includes static shots and smooth transitions. The production quality feels high-end, aiming to showcase the sleek design and functionality of the product. The pacing is moderate, maintaining a consistent rhythm to highlight the product and the athlete's movements. The cuts and product actions are timed to the music beats, creating an audio-visual sync that enhances the overall impact. # Hooks Spoken: 00:00–00:10: [Upbeat music] Text overlay: 00:01–00:04: new Visual: 00:00–00:01: A black screen filled with the Under Armour logo in a repeating white pattern. / 00:01–00:04: A close-up shot of a person's feet wearing black Under Armour SlipSpeed shoes, walking on a rocky ground. The foreground shows the shoes in motion, while the background is a blurred rocky terrain. The lighting is natural, and the camera angle is low, focusing on the shoe's interaction with the ground. The text overlay "new" is superimposed on the shot. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the need for versatile athletic shoes that can be used for various activities, eliminating the need for multiple pairs of specialized footwear. # Value propositions - The ad features the new product line of footwear from Under Armour. The new shoes are comfortable and versatile for training. # Benefits - Versatile - Comfortable # Features - New footwear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is from the official voice of Under Armour, highlighting product claims and showcasing features. # Storyline - 00:00–00:01 The ad opens with a graphic pattern of the Under Armour logo. - 00:01–00:04 00:01–00:04: The word "new" is overlaid on a shot of a person's feet wearing the black Under Armour SlipSpeed shoes, walking on a rocky surface. This introduces the main product and immediately labels it as an innovative offering. - 00:04–00:06 00:04–00:06: A woman stands in a desert landscape next to a yellow kettlebell. This implies an athletic context and the versatility of the shoes for different training environments. - 00:06–00:10 00:06–00:10: The woman is then seen doing arm exercises, emphasizing the flexibility and support provided by the shoes during workouts. This showcases the functional benefits of the product.

# Ad summary This Under Armour ad showcases various athletic shoes in action, worn by diverse athletes training in rugged outdoor environments. The fast-paced video emphasizes the newness and versatility of the footwear through quick cuts and energetic music. # Brand positioning Under Armour is presented as a brand for serious athletes who push their limits in challenging environments. The ad focuses on performance and durability, showcasing athletes engaged in intense training activities. The brand aligns with values of strength, resilience, and the pursuit of personal best, pushing against the norms of purely aesthetic fitness brands. The brand positioning is functional, emphasizing the practical benefits and performance-enhancing qualities of their athletic wear. # Product The ad features a range of Under Armour athletic shoes designed for various training activities. Specific models are not named, but the ad highlights both running shoes and athletic sneakers in different colorways and styles. The footwear is shown being worn during intense workouts in rugged, outdoor settings, indicating durability and performance. The sneakers are shown with a focus on their modern design and construction. # Visual style The ad has a fast-paced, energetic aesthetic with quick cuts and dynamic transitions, creating a sense of intensity and movement. The production quality is high, with polished visuals and attention to detail. The editing rhythm is fast, with cuts timed to the music's beat, enhancing the overall impact of the ad. The ad has a BPM of approximately 120. # Hooks Spoken: 00:02–00:04: New Text overlay: 00:02–00:04: new Visual: 00:02–00:02: The camera angle is close-up, showing the front of black Under Armour sneakers. The athlete wearing the sneakers is jumping on concrete. / 00:02–00:03: The camera angle is close-up, showing the front of black Under Armour sneakers. The athlete wearing the sneakers is walking on concrete. / 00:03–00:04: The camera is at eye level with a Black male wearing an orange shirt and black athletic shorts. He is holding gymnastic rings with a mountain range in the background and a clear, blue sky overhead. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad shows athletes using the products in real-world scenarios, giving the impression of a user experience. # Storyline - 00:00–00:02 A black screen filled with Under Armour logos flashes repeatedly to the beat of the music. - 00:02–00:03 The screen transitions to short cuts of athletes. The first is of an athlete wearing black sneakers while jumping. - 00:03–00:05 An athlete is on gymnastic rings, working out. - 00:05–00:06 A female athlete picks up a yellow kettle ball. - 00:06–00:09 The same female athlete stands on a rock in workout clothes, and then it cuts to an athlete walking in white sneakers. - 00:09–00:11 A male athlete is in the driver's seat of a car. Next, it cuts to an athlete tying the laces of their sneakers. - 00:11–00:13 The female athlete from before is seen stretching before cutting to an overhead shot of the ground. - 00:13–00:14 The screen transitions to the Under Armour logo on a black background.

# Ad summary This ad showcases the Under Armour VELOCITI ELITE 3 running shoe. It highlights the shoe's design and carbon fiber plate with visual effects and shots of a runner on an open road. # Brand positioning Under Armour is presented as a brand focused on enhancing athletic performance through innovative and technologically advanced sportswear. The brand aligns with a lifestyle of dedication to training and competition, positioning itself as a provider of high-performance gear for athletes. The brand pushes against the notion that athletic wear is solely about aesthetics, emphasizing functionality and data-driven design. Under Armour occupies a space where performance and innovation meet, appealing to athletes who seek a competitive edge through their gear. The brand's positioning is functional, with an emphasis on improving the athlete's running performance. # Product The VELOCITI ELITE 3 is a running shoe designed to enhance running performance. The shoe features a carbon-fiber plate engineered for propulsion and efficiency. The ad shows the shoe being used by a runner on an open road, suggesting it is suitable for long-distance running and training. The visuals also imply that the design incorporates data analysis, suggesting a scientific approach to improving running form and speed. The shoe is black with a thick white sole and a colorful design along the edge, incorporating pink, green, and blue layers. The shoe is intended for serious runners looking for a high-performance option that can give them a competitive edge, as illustrated through a focus on the shoe's technical design and athletic usage. # Visual style The ad features a high-tech and dynamic aesthetic, combining polished product shots with a gritty, fast-paced editing style. The production quality is high, blending commercial visuals with data-driven graphics to support the tone of technological innovation. The editing style includes quick cuts and visual effects, such as pixelation and animated overlays, enhancing the sense of speed and technological advancement. The pacing is fast, with cuts happening frequently to match the energetic music and convey a sense of urgency and performance. The visuals are synced with music beats and sound effects to create a cohesive and engaging experience. # Hooks Spoken: 00:00–00:01: [Fast Paced] VELOCITI ELITE 3 / 00:01–00:03: [Fast Paced] CARBON-FIBER PLATE Text overlay: 00:00–00:01: VELOCITI ELITE 3 / 00:01–00:03: CARBON-FIBER PLATE Visual: 00:00–00:01: A single VELOCITI ELITE 3 running shoe floats in the center of the frame against a black background. The shoe is black with white stripes and a thick white sole that has layers of pink, green, blue. The camera slowly rotates around the shoe, highlighting its design. / 00:01–00:03: The frame shifts to a microscopic view of a carbon-fiber plate. Fine mesh wiring is visible in the corner of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Engineered for propulsion and efficiency # Benefits - Advanced materials used in the shoe's construction, suggesting a focus on performance-enhancing technology. # Features - Carbon-fiber plate # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a close-up of the VELOCITI ELITE 3 shoe, emphasizing its design and construction. - 00:01–00:03 The camera zooms in on a carbon-fiber plate, emphasizing the advanced materials used in the shoe's construction, suggesting a focus on performance-enhancing technology. - 00:03–00:04 The camera returns to the shoe, now glitching and distorted, creating a sense of speed and dynamic movement. - 00:04–00:05 A shot of the shoe in action as a runner's foot strikes the pavement. It conveys the shoe's functionality in a real-world running context. - 00:05–00:06 A wide shot of a runner running on an open road emphasizes the shoe's suitability for long-distance running and outdoor training, framing the user as a focused athlete. - 00:06–00:07 The camera focuses on the runner's face, showing a determined expression, reinforcing the theme of athletic dedication and performance. - 00:07–00:08 A close-up shot of the shoe striking the ground, this time lit with animation, highlighting its impact and responsiveness, while implying the design's performance-driven purpose. - 00:08–00:12 The scene switches to a laboratory setting, where the runner's movements are tracked and analyzed, underscoring the scientific and data-driven approach behind the shoe's design. - 00:12–00:13 The runner holds an Under Armour flag, symbolizing brand pride and achievement, highlighting the brand as a tool that empowers athletes. - 00:13–00:15 The ad concludes with a final shot of the VELOCITI ELITE 3 shoe, reinforcing its design and technology-forward qualities.

# Ad summary The ad showcases Under Armour's UA Drive Pro golf shoes, highlighting their comfort and traction. # Brand positioning Under Armour (UA) is presented as a brand synonymous with athletic performance and innovation, specifically targeting athletes seeking an edge through advanced gear. The brand emphasizes technologically advanced sportswear, positioning itself as a leader in combining comfort and performance in athletic footwear, designed and engineered in Baltimore, USA. # Product The UA Drive Pro golf shoes are designed for comfort and traction, featuring Hovr cushioning for energy return and comfort, along with a spike-less outsole for grip. It is presented as a performance-focused golf shoe, engineered in Baltimore, USA. The shoe is white, designed to provide golfers the comfort and traction they need to improve their game, and are worn by major champion Jordan Spieth. # Visual style The ad has a polished, professional aesthetic with bright, natural lighting. Quick cuts and dynamic shots create an energetic feel, emphasizing the shoe's performance benefits. # Hooks Spoken: 00:00-00:03 [Upbeat and enthusiastic] UA Drive Pro. Text overlay: 00:00-00:01 ATHLETE: SPORT/CRED: JORDAN SPIETH. MAJOR CHAMPION. / 00:00-00:01 DESIGNED IN BALTIMORE. USA. / 00:00-00:01 UA DRIVE PRO Visual: 00:00–00:01: A low angle view of a man playing golf on a sunny day. The sky is light blue and the grass is green. The man is wearing a light green polo shirt, a white hat, white pants, and white golf shoes. There is a large pink Under Armour logo at the top of the frame. Bold pink text reads "UA DRIVE PRO" / 00:01–00:03: A white golf shoe against a light blue background. The shoe is floating in the air. The camera zooms in to highlight the Hovr cushioning. # Funnel stage Awareness # Pain points None used. # Value propositions - Comfort and traction to improve your game. # Benefits - Energy return - Comfort - Grip # Features - Hovr cushioning - Spike-less outsole # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's official perspective, showcasing the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a dynamic shot of a golfer in action, immediately showcasing the product in a real-world context. - 00:01–00:03 The perspective shifts to a clean product shot, emphasizing the shoe's design and technology.

# Ad summary This ad is for the UA Nova SlipSpeed by Under Armour. It shows off the shoe, its convertible heel, speed tie laces and its 5-star rave reviews. # Brand positioning Under Armour presents itself as a high-quality athletic brand, focusing on performance and innovation in athletic footwear. The ad emphasizes functional design and rave reviews, positioning it as a reliable choice for athletes and active individuals. The brand aims to occupy a space in the consumer's mind as a top choice for performance-driven footwear, aligning with a lifestyle of athleticism and dedication to sports. It ignores trends and focuses on product features and customer satisfaction. # Product The UA Nova SlipSpeed is a white athletic shoe by Under Armour, highlighted for its convertible heel, allowing it to be worn as a slip-on or a traditional sneaker. It features speed-tie laces for quick adjustments and HOVR technology for comfort and performance. The ad emphasizes the product's high rating, rave reviews, and functional design, making it worth trying for its convenience and performance features. These sneakers are for active individuals who value performance, convenience, and innovation in their athletic footwear. The convertible heel allows users to quickly transition between a traditional athletic shoe and a slide. # Visual style The ad has a polished commercial aesthetic with high-end production. It features quick cuts and smooth transitions. The pacing is fast. Visuals are timed to match music beats, creating a dynamic and engaging feel. # Hooks Text overlay: 00:00–00:01 CONVERTIBLE HEEL / 00:00–00:01 5 STARS / 00:00–00:01 SPEED-TIE LACES / 00:00–00:01 ENGINEERED WITH HOVR™ / 00:00–00:01 UA nova SLIPSPEED™ / 00:00–00:01 5 STARS / 00:00–00:01 IT'S GETTING RAVE REVIEWS Visual: 00:00–00:01: A single white athletic shoe rotates in the center of the frame. The Under Armour logo is at the top center. Text overlays in red highlight features: "CONVERTIBLE HEEL", "SPEED-TIE LACES", "ENGINEERED WITH HOVR". The background shifts from gray to blue and includes text, "UA NOVA SLIPSPEED™". The words 5 STARS appear at the top and bottom. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Convertible heel - Speed-tie laces - Engineered with HOVR # Benefits - Rave reviews # Features - CONVERTIBLE HEEL - SPEED-TIE LACES - ENGINEERED WITH HOVR™ # Call to action None used. # Social proof - IT'S GETTING RAVE REVIEWS # Point of view - Brand 100% – The ad highlights the product and its features, showcasing the brand's point of view. # Storyline - 00:00–00:01 The camera focuses on the shoe from different angles.

# Ad summary This is a product ad showcasing a running shoe. A model is standing on a rock wearing the shoe. # Brand positioning The brand appears to position itself as a provider of high-performance athletic footwear. The brand’s tone is bold and confident. The brand seems to ignore category norms by pairing high-performance athletic wear with high-fashion looks. # Product The product featured in the image is a running shoe. It has a black upper with a white and lime-green logo on the side. The midsole of the shoe is white with rainbow detailing on the heel and the outsole of the shoe is a light shade of blue. The shoe has black laces. # Visual style The ad has a highly polished, studio-shot aesthetic. The image has color grading that emphasizes blues and oranges. The styling is high-fashion and high-performance, contrasting the clothing and running shoe. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is showing the audience a running shoe. # Storyline - The audience sees an image of a person wearing a high-performance running shoe while standing on a rock. The purpose is to showcase the brand’s product, with the person giving the impression they are posing for a high fashion shoot from a low angle. It is from the brand's POV.

# Ad summary This Under Armour ad promotes the release of the Velociti Elite 3 race shoe with a series of performance workshops in London. The ad includes several different runners as well as a UKA coach. # Brand positioning Under Armour is presented as a performance-focused sportswear brand that equips athletes with apparel, footwear, and data-driven insights to enhance their training and achieve peak performance. The brand emphasizes personal improvement through their "rewire your limits" positioning, promoting the idea that athletes can break through barriers by improving their mental game with the help of professional expertise. The London event positions Under Armour as more than just a sportswear brand, but one that offers community and education to runners to level up their marathon performance. # Product The featured product is the Velociti Elite 3 race shoe, designed to enhance running performance. The shoe features a light, breathable upper and a carbon-fiber plate, aimed at helping runners level up their game this marathon season. The product is presented as providing the chance to put skills to the test. The ad emphasizes that the Under Armour training helps racers achieve their best and get that PB. # Visual style The ad has a polished but natural feel, with a mix of studio shots and outdoor footage. The editing is quick-cut, with the pace staying consistent throughout the ad. There are smooth transitions, and the audio-visual sync is well-timed, with cuts and text timed to music beats. # Hooks Spoken: 00:02–00:08 This spring, join Under Armour in London to celebrate the release of the Velociti Elite 3 race shoe. Text overlay: 00:02–00:04 join Under Armour / 00:03–00:05 in London / 00:04–00:07 release of the / 00:05–00:08 Velociti Elite 3 Visual: 00:02–00:05 Blonde man with blue eyes wearing a grey Under Armour hoodie is speaking to the camera in front of a blurred background of a wall with framed images. / 00:05–00:06 Extreme close-up of the Under Armour Velociti Elite 3 race shoe. / 00:06–00:07 An animated drawing shows the features of the Velociti Elite 3, highlighting the light, breathable upper. / 00:07–00:08 The animated drawing is showing the carbon-fiber plate. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the desire to improve running performance and achieve personal bests (PB) in races. This frustration is implied through the ad's emphasis on leveling up your game and rewiring your limits. # Value propositions - Improve performance this marathon season with sports psychology workshops - Race at your best with the new Velociti Elite 3 # Benefits - Will be leveling up your game with sports psychology workshops - Help you race at your best and get that PB. # Features - Light, breathable upper - Carbon-fiber plate # Call to action None used. # Social proof - UKA Coach Lloyd Kempson shares guidance with other runners # Point of view - Brand 100% – The ad is told from the perspective of an Under Armour employee and UKA coach. # Storyline - 00:00–00:02 Runners are shown running on a bridge, and overlay text says "rewire your limits." - 00:02–00:08 00:02–00:08 A blonde man in a grey hoodie introduces an Under Armour event in London to celebrate the release of the Velociti Elite 3 race shoe. The ad then cuts to a product shot of the shoe which is described as having a light, breathable upper, and a carbon-fiber plate. - 00:08–00:15 00:08–00:15 The man in the grey hoodie is describing a series of performance workshops to get runners rewiring their limits this marathon season. Cutaways show runners using performance diagnostic equipment to measure their performance. - 00:15–00:20 00:15–00:20 He continues describing that the workshops will level up your game with sports psychology workshops to help you race at your best and get that PB. - 00:20–00:27 00:20–00:27 The next section describes that attendees will get a chance to put their skills to the test to try out the race shoe and do an interval session with Lloyd Kempson, a UKA coach. Kempson is shown providing direction to runners. - 00:27–00:39 00:27–00:39 The ad shows the runners continuing to run, and then the man from Under Armour is describing that all are welcome at any speed, and encourages runners to come down to train like an elite. Overlay text says "NO INVITATION NEEDED."

# Ad summary This ad for Under Armour's Velociti Elite 3 features a professional runner discussing the benefits of the shoe. He says the shoe makes it hard to slow down. Close-up visuals highlight the UA HOVR+ superfoam and carbon-fiber plate, noting the light breathable upper and how the shoe snaps off the ground and propels the runner forward. The ad ends with the tagline, "No invitation needed." # Brand positioning Under Armour is positioned as a performance-driven athletic brand, known for supporting athletes in achieving their best. The brand aligns with values of ambition, determination, and the pursuit of record-breaking performance. Under Armour differentiates itself in the athletic apparel market through innovative technology in its products. The brand aims to empower athletes to push their limits and achieve peak performance. # Product The Under Armour Velociti Elite 3 is a running shoe designed for high performance and speed. It features UA HOVR+ superfoam, which allows it to snap off the ground. The shoe has a light breathable upper that feels soft to the touch, combined with a carbon-fiber plate that propels you forward. It is designed to make it hard to slow down. The Velociti Elite 3 aims to help runners achieve faster times and perform at their best. # Visual style The ad combines a polished commercial aesthetic with elements of raw, energetic sports content. It features quick cuts and dynamic camera movements that sync with the audio to highlight the high-performance nature of the product. The editing style blends real-life outdoor shots with digitally enhanced product close-ups, creating a modern and technical feel. The pacing is fast, averaging about two cuts per second, which adds to the sense of speed and intensity. # Hooks Spoken: 00:02–00:04: It's always a fine day to break the next record. Text overlay: runner / professional / 00:01–00:03: IT'S ALWAYS A FINE DAY TO BREAK THE NEXT RECORD. / gourley / PROFESSIONAL RUNNER / WORLD INDOOR SILVER MEDALIST Visual: 00:01–00:03: Aerial view of the same man running on an asphalt road with a yellow dividing line. The background features a landscape with sparse vegetation under a clear sky. Text overlays are visible. # Funnel stage Consideration # Pain points The ad clearly solves the frustration of runners who want to improve their speed and performance. The best thing I can say about the Velociti Elite, is that it feels so hard to slow down in it. # Value propositions - The UA HOVR+ superfoam provides responsiveness while you run. - The carbon fiber plate works with the foam to propel the runner and maximize speed. # Benefits - Snaps off the ground - Feels soft to the touch - Propels you forward nicely - Feels so hard to slow down in it # Features - UA HOVR+ superfoam - Light breathable upper - Carbon-fiber plate # Call to action None used. # Social proof - "THE BEST THING I CAN SAY ABOUT THE VELOCITI ELITE, IS THAT IT FEELS SO HARD TO SLOW DOWN IN IT" – Male 1 (Professional Runner) # Point of view - Expert 50% – The runner shares his experiences and opinions on the product, lending authority to the claims. - Brand 50% – The product features, benefits, and branding are presented directly. # Storyline - 00:00–00:01 The ad opens with a dark screen before quickly transitioning to a shot of a runner's lower legs, introducing the theme of running and motion. - 00:01–00:03 00:01–00:03: The camera pulls back to reveal a man running on a road. Text overlays introduce him as "professional runner gourley," followed by, "IT'S ALWAYS A FINE DAY TO BREAK THE NEXT RECORD," setting a tone of motivation and athletic ambition. - 00:03–00:12 00:03–00:12: Quick cuts highlight Gourley's running achievements and running environments. Text overlays display his records in "THE MILE," "THE INDOOR 1500," and "THE OUTDOOR 1500," reinforcing his credibility and skill as a runner. - 00:12–00:16 00:12–00:16: Gourley addresses the camera, saying, "THE BEST THING I CAN SAY ABOUT THE VELOCITI ELITE, IS THAT IT FEELS SO HARD TO SLOW DOWN IN IT," directly promoting the key benefit of the running shoes. - 00:16–00:23 00:16–00:23: Product features are highlighted as the ad zooms in on the shoe's inner layers, pointing out, "UA HOVR+ SUPERFOAM," which, "SNAPS OFF THE GROUND," a "LIGHT BREATHABLE UPPER," and a "CARBON-FIBER PLATE," that, "PROPELS YOU FORWARD NICELY." - 00:23–00:25 00:23–00:25: Shots of Gourley running intercut with a visual of the shoe’s name, "VELOCITI ELITE 3." - 00:25–00:27 00:25–00:27: Gourley stands with an Under Armour flag, followed by a dramatic shot of a sunset, ending with the shoe visual before the final tagline. - 00:27–00:30 00:27–00:30: A still shot of the shoe is accompanied by text that reads "VELOCITI ELITE 3" followed by, "THE RECORD BREAKING SUPERSHOE."

# Ad summary This ad for Under Armour's Velociti Elite 3 running shoe features professional runner Neil Gourley praising the shoe's ability to propel you forward and make it difficult to slow down. The ad highlights the shoe's components, such as UA HOVR+ SUPERFOAM, a light breathable upper, and a carbon fiber plate. Gourley is seen running in the shoes, and the ad concludes with a shot of the shoe and the tagline "No invitation needed." # Brand positioning Under Armour is presented as a high-performance athletic brand, catering to serious runners and athletes looking for an edge. The ad highlights innovation, technology, and a focus on enhancing athletic performance. Under Armour aligns with values of speed, efficiency, and pushing limits. By featuring a professional runner, Under Armour underscores its commitment to supporting elite athletes and providing them with top-tier gear. The brand positions itself as a leader in athletic footwear technology, creating a functional product that provides clear performance benefits. The brand uses an emotional appeal by presenting the shoe as one that will help you push your limits, so it is hard to slow down when running in the shoe. # Product The Under Armour Velociti Elite 3 is presented as a high-performance running shoe designed to enhance speed and efficiency. It is made for runners who want to run faster and have a hard time slowing down. The shoe features UA HOVR+ SUPERFOAM, providing a soft touch and responsive cushioning. The lightweight and breathable upper ensures comfort during runs. The carbon fiber plate helps propel the runner forward, adding to the shoe's performance-enhancing features. The ad showcases the shoe in action, highlighting its ability to help runners maintain speed. The shoe pushes against the idea of needing an invitation to perform at an elite level, implying it can help any runner achieve their best. The shoes are presented as worth buying because of the technology and materials used that enhance the user's performance. # Visual style The ad has a polished, high-end commercial feel, blending action shots with technical diagrams. The editing style includes quick cuts and smooth transitions, maintaining a consistent and energetic pace. The ad incorporates visual motifs like close-ups of the shoe's components and action shots of the runner, emphasizing both the technology and performance aspects of the product. The pacing is quick, with cuts timed to align with the music and voiceover, creating a dynamic rhythm. # Hooks Spoken: 00:00–00:04 Neil Gourley: The best thing I can say about the Velociti Elite is that it feels so hard to slow down in it. Text overlay: 00:00–00:04 neil gourley / 00:00–00:04 PROFESSIONAL RUNNER / 00:00–00:04 WORLD INDOOR SILVER MEDALIST / 00:00–00:01 THE BEST THING I CAN SAY / 00:01–00:02 ABOUT THE VELOCITI ELITE, / 00:02–00:04 IS THAT IT FEELS SO HARD TO SLOW DOWN IN IT. Visual: 00:00–00:01 An aerial shot shows a man running on an asphalt road with a yellow dividing line. The camera is positioned directly overhead, looking down on him. Text appears beside the runner's side that reads "neil gourley" in yellow, followed by "PROFESSIONAL RUNNER WORLD INDOOR SILVER MEDALIST" in a smaller white font. Next text appears, "THE BEST THING I CAN SAY". The runner is wearing black shorts and a black tank top, with a water bottle strapped to his back. He wears lime green running shoes and white socks. / 00:01–00:02 A close-up, low-angle shot shows a pair of hands holding a running shoe with a black upper, lime green heel, pink accent, and a blue sole. The background is out of focus. Text appears that reads, "ABOUT THE VELOCITI ELITE," / 00:02–00:03 A low-angle shot follows the runner's feet as he runs on the road. He wears bright green socks and the Under Armour Velociti Elite running shoes. The camera follows the running motion. Text appears that reads, "IS THAT IT FEELS SO HARD TO SLOW DOWN IN IT." / 00:03–00:04 A man looks directly at the camera with a cloudy sky in the background. Text appears that reads, "IS THAT IT FEELS SO HARD TO SLOW DOWN IN IT." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of struggling to maintain speed while running. Quote: "The best thing I can say about the Velociti Elite is that it feels so hard to slow down in it." # Value propositions - The UA HOVR+ SUPERFOAM combined with the carbon fiber plate propels you forward nicely. - The UA HOVR+ SUPERFOAM feels soft to touch. - The light breathable upper feels soft to touch. # Benefits - It snaps off the ground - Feels soft to touch - It propels you forward nicely # Features - UA HOVR+ SUPERFOAM - Light breathable upper - Carbon-fiber plate # Call to action None used. # Social proof - "The best thing I can say about the Velociti Elite is that it feels so hard to slow down in it." – Neil Gourley (Professional Runner) # Point of view - Expert 40% – The ad features a professional runner providing a testimonial and highlighting product benefits, establishing an authoritative voice. - Brand 60% – The brand provides the technical details of the product, its name, and slogan. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a shot of Neil Gourley running on a road, followed by a close-up of the shoe. Gourley then speaks directly to the camera, sharing his positive experience with the product. This opening aims to immediately capture the viewer's attention with impressive visuals and a personal testimonial from a professional athlete, setting a positive and energetic tone. - 00:04–00:09 00:04–00:09 The ad transitions into a technical demonstration, visually dissecting the shoe to highlight its key components such as UA HOVR+ SUPERFOAM, a light breathable upper, and a carbon-fiber plate. The intention is to educate the viewer on the advanced technology incorporated into the shoe, building credibility through functional details. The perspective shifts to a technical, brand-focused view that emphasizes the science behind the product. - 00:09–00:13 00:09–00:13 The ad returns to action shots of a runner using the shoe, paired with a final product shot and the tagline, "No invitation needed." This aims to reinforce the shoe's performance benefits and create a sense of empowerment. The perspective blends the brand’s emphasis on technology with the user's experience of enhanced performance. The tone is motivational, encouraging viewers to consider the product as a means to elevate their own running. - 00:13–00:15 00:13–00:15 The ad concludes with the tagline "the record breaking supershoe". This is intended to highlight the shoe's quality and the value of adding it to the viewer's running gear.

# Ad summary This ad showcases Sharon Lokedi, a 5x World Major Marathon Medalist, as she describes her involvement in creating the Velociti Elite 3 shoe. She touches on the shoe's features such as its lightweight, breathable upper and carbon fiber plate while also highlighting that she had no doubts while running in the shoe. # Brand positioning The brand aims to sit in the consumer's mind as a brand that promotes confidence through product development. Through their partnership with Lokedi, they emphasize their dedication to creating quality running shoes that are innovative in design and construction. # Product The ad features the Velociti Elite 3 running shoe. It is described as lightweight and responsive, featuring a light breathable upper and a carbon-fiber plate for maximum lift-off. The ad highlights the shoe's technologically advanced design and performance benefits for runners. # Visual style The ad has a polished and dynamic aesthetic, combining footage of the athlete with close-up product shots and technical visualizations. The editing includes quick cuts, and the production quality is high-end, creating a sense of speed and innovation. # Hooks Spoken: Being a part of the process to create the Velociti Elite 3 Text overlay: sharon lokedi / 5x WORLD MAJOR MARATHON MEDALIST / BEING A PART OF THE PROCESS / TO CREATE THE VELOCITI ELITE 3 Visual: 00:01–00:02: A low-angle shot shows Sharon Lokedi running on a track. She is wearing a black tank top and black shorts. Yellow text overlays read "sharon lokedi" and "5x WORLD MAJOR MARATHON MEDALIST." / 00:02–00:03: A close-up shot shows Lokedi's face as she runs, with the focus on her determined expression. The backdrop is blurred. The bottom of the frame shows her feet hitting the ground as she runs. / 00:03–00:04: A split-screen shows various aspects of the shoe design. On the top, a 3D skeleton model shows a person running on a treadmill with motion-capture markers. Below, a close up shows the sole of the Velociti Elite 3. The bottom of the screen shows the shoe itself with computer-generated lines. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - By including Maraton Medalist Sharon Lokedi in the development of the Velociti Elite 3 there is an increase of trust in the quality of the shoe. # Benefits - More responsive - Maximum lift off. # Features - Light breathable upper - Ultra light superfoam - Carbon-fiber plate - Weightless # Call to action None used. # Social proof - "Being a part of the process to create the Velociti Elite 3 meant that I had no doubts." – Female 1 (5x World Major Marathon Medalist) # Point of view - Customer 25% – A 5x World Major Marathon Medalist shares her personal experience with the product and her confidence in it. - Brand 75% – The brand showcases the product's features and design through visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a shot of a sunrise, establishing a new day and potential for performance. - 00:01–00:05 00:01–00:05: Sharon Lokedi is introduced as a 5x World Major Marathon Medalist, adding credibility and establishing her expertise. The visual shows her running, emphasizing her professional status. - 00:05–00:09 00:05–00:09: Lokedi shares her experience of being part of the process of creating the Velociti Elite 3, conveying that her involvement gave her no doubts. This adds a personal testimonial element and emphasizes her trust in the product. - 00:09–00:11 00:09–00:11: The ad transitions to showcasing the shoe's features, such as its light breathable upper and carbon-fiber plate for maximum lift-off. This part of the story highlights the product's functional attributes and performance benefits. - 00:11–00:13 00:11–00:13: Lokedi returns, stating, "No invitation needed," positioning the shoe as a necessity for runners. This part of the story is direct, implying a sense of empowerment and readiness. - 00:13–00:15 00:13–00:15: The ad concludes with a graphic highlighting that the product is "the record-breaking supershoe," reinforcing its high-performance qualities and aiming to leave a lasting impression.

# Ad summary This ad showcases Under Armour's Velociti Elite 3 running shoe. It features Sharon Lokedi, a 5X World Major Marathon Medalist, highlighting her achievements and her involvement in the shoe's design process. The ad emphasizes the shoe's light, breathable, responsive design and its carbon-fiber plate for maximum lift-off. It targets competitive runners and underscores Under Armour's commitment to performance-driven innovation. # Brand positioning Under Armour is presented as a performance-focused athletic brand that partners with top athletes to develop innovative and high-performance products. The brand aligns with the values of dedication, achievement, and pushing boundaries. It emphasizes functional performance, with the Velociti Elite 3 showcased as a cutting-edge tool for serious runners. The brand clearly positions itself as a leader in athletic apparel and footwear, particularly for competitive runners seeking peak performance. # Product The Velociti Elite 3 is a running shoe designed for high-performance running. It features a light, breathable upper for comfort and a UA Flow Superfoam midsole that is weightless and more responsive, enhancing the runner's experience. A carbon-fiber plate is included for maximum lift-off, enabling runners to achieve their best performance. The shoe is designed to support runners in major marathons, such as Boston, New York, and Paris, addressing the need for speed and efficiency during races. The ad focuses on the collaboration between the athlete and the brand to create a shoe that eliminates doubt on race day. # Visual style The ad has a polished, high-end commercial feel, blending dynamic action shots with technical graphics to emphasize both the athlete's performance and the product's innovation. Editing includes quick cuts and smooth transitions to maintain a fast pace, reflecting the speed and energy of running. The ad features neon color accents to highlight key features and performance metrics. The use of close-ups and slow motion emphasizes the product details and the athlete's determination. The production quality is high, with professional lighting and camera work, creating a visually engaging and persuasive ad. # Hooks Spoken: 00:01-00:03: Sharon Lokedi: No one invited me to win the 10k Text overlay: sharon / lokedi / 5X WORLD MAJOR MARATHON MEDALIST / NO ONE INVITED ME TO WIN THE 10K Visual: 00:01–00:03: Sharon Lokedi, a young, dark-skinned woman, is silhouetted against a blue and orange sunset. She's wrapped in a reflective blanket with the Under Armour logo. The camera angle is low, looking up at her, and the shot is static. # Funnel stage Consideration # Pain points The central pain point is the doubt or uncertainty athletes may feel on race day. Sharon Lokedi states that being involved in the design process, 'meant that on the morning of the race, I had no doubts,' indicating the product is designed to alleviate anxiety and boost confidence. # Value propositions - UA Flow Superfoam midsole that is weightless and more responsive enhances the runner's experience. - Carbon-fiber plate is included for maximum lift-off, enabling runners to achieve their best performance. # Benefits - Confidence on race day # Features - Light, breathable upper - Weightless - UA Flow Superfoam midsole - More responsive - Carbon-fiber plate - Maximum lift off # Call to action None used. # Social proof - "No one invited me to win the 10K and set the NCAA meet record. Or win the first marathon I ran. Or break the Boston course record by over two minutes" – Sharon Lokedi (5X World Major Marathon Medalist) # Point of view - Customer 65% – Sharon Lokedi, a 5X World Major Marathon Medalist, is featured as the primary voice, sharing her personal experience and achievements related to the product. - Brand 35% – Text overlays and technical shots of the product are used to communicate the shoe's functional features and benefits. # Storyline - 00:00–00:01 An extreme close up shot of shoe laces and track footage plays. - 00:01–00:03 00:01–00:03: Sharon Lokedi, 5X World Major Marathon Medalist, is silhouetted against the sky, wrapped in a reflective blanket with the Under Armour logo. She states, 'No one invited me to win the 10K,' conveying a message of overcoming obstacles and self-motivation. This sets a tone of resilience and personal drive. - 00:03–00:05 00:03–00:05: The ad shows quick cuts of Sharon running, as she continues, 'And set the NCAA meet record,' reinforcing her achievements and expertise. This helps to build authority and create a more personal connection with the audience. - 00:05–00:07 00:05–00:07: Sharon continues, 'Or win the first marathon I ran,' while the camera shows her running on a desert road from a distance and then transitions to an extreme close up of her legs running, highlighting her speed and endurance. - 00:07–00:10 00:07–00:10: As Sharon runs on the track, she states 'Or break the Boston course record by over two minutes,' the pace of the music and visuals intensifies, amplifying her achievements. - 00:10–00:13 00:10–00:13: Graphic text appears showcasing different records, and Sharon says the words Paris, Boston, and New York. This conveys the idea of setting and achieving records in major marathons, emphasizing the potential of the product. - 00:14–00:17 00:14–00:17: Sharon says, 'Being a part of the process to create the Velociti Elite 3,' accompanied by visuals of the shoe's design and development process, and computer graphics showcasing the shoe on Sharon's body. This conveys the level of innovation behind the product. - 00:17–00:20 00:17–00:20: Sharon continues, 'Meant that on the morning of the race, I had no doubts,' paired with images of her winning. The message is about confidence and reliability, tying the product to her success and confidence. - 00:20–00:24 00:20–00:24: Close up shots of the running shoe with text stating, 'Light breathable upper, weightless, UA flow superfoam, more responsive, carbon fiber plate, maximum lift off,' accompanied by technical and graphical elements. This gives more detail about the product's functional benefits. - 00:24–00:26 00:24–00:26: The brand is shown, and Sharon states, 'Velociti Elite 3, no invitation needed,' which reinforces the message of empowerment and accessibility to achieve excellence. - 00:26–00:30 00:26–00:30: The ad ends with visual of the shoe, and the text, 'The record breaking super shoe.' This solidifies the shoe's positioning as a high-performance product designed for breaking records.

# Ad summary This ad is in Spanish. A woman shares that she is a Pilates girl, but not a princess, so she recommends wearing appropriate clothing, such as Under Armour baselayer, that is comfortable and stylish enough to wear out for coffee after a class. # Brand positioning Under Armour is a brand that is presented in this ad as athletic clothing that is comfortable and stylish enough to wear for a workout or to wear out to grab a coffee after a Pilates class. This ad suggests that the clothing is functional and stylish. Under Armour does not promote a specific tone or lifestyle in this ad, but is more focused on the practical aspects of its baselayer. # Product The featured product is the Under Armour baselayer, which is athletic clothing that is comfortable and stylish enough to wear for a workout or to wear out to grab a coffee after a Pilates class. This includes shorts or leggings made of performance fabric to wick away sweat, and a variety of comfortable, supportive tops. The clothing is recommended to be well fitting, that will hold you in, and that allow freedom of movement and are versatile for your everyday life. This clothing helps avoid the idea that Pilates is just a sport for princesses and shows that it can be incorporated into any routine. # Visual style This ad has a casual, UGC feel. The ad features jump cuts between the woman in her apartment and at the Pilates studio or cafe, which makes it feel more like a day in the life post. The production quality feels mid-range, between UGC and polished commercial. The pacing is consistent and is edited to the beat of the music. # Hooks Spoken: 00:00–00:04 Yo soy una Pilates girl, pero no una Pilates princess. Text overlay: 00:00–00:02 PILATES GIRL Visual: 00:00–00:01 The woman stands in her apartment and faces the camera while speaking. She is wearing a white crop top, black Under Armour leggings, and has long curly red hair. The apartment has black cabinets and shelves, a loft area, and a white table. / 00:01–00:01 A montage of the woman doing Pilates flashes on screen. There are three different poses that appear stacked on top of each other. / 00:01–00:04 The woman stands in her apartment and faces the camera while speaking. She is wearing a white crop top, black Under Armour leggings, and has long curly red hair. The apartment has black cabinets and shelves, a loft area, and a white table. # Funnel stage Consideration # Pain points The feeling that Pilates is only for princesses. # Value propositions - Comfortable, stylish, and versatile enough to wear for a workout or to wear out to grab a coffee after a Pilates class # Benefits - Allows free movement - Versatile for your day to day # Features - Baselayer - Comfortable - Stylish # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a woman who is a customer of the brand, sharing her personal thoughts on Pilates. # Storyline - 00:00–00:04 00:00–00:04 The woman starts by stating that she is a Pilates girl, but not a Pilates princess. - 00:04–00:15 00:04–00:15 She says that if she is completely honest, she does not look divine doing Pilates, because she is tired of Pilates being presented as the sport of princesses, and Pilates is not easy. - 00:15–00:21 00:15–00:21 A montage of the woman doing Pilates is shown as she explains that you have to connect all your muscles and mind to take strength from your body that you didn't know you had. - 00:21–00:25 00:21–00:25 She says that she doesn't want to scare you, because Pilates is the sport that has helped her the most. - 00:25–00:36 00:25–00:36 She gives advice that if you are going to start Pilates, put in a lot of effort, take a water bottle, and wear appropriate clothing that holds you in well, allows free movement, and is versatile for your day to day. - 00:37–00:44 00:37–00:44 The woman explains that she wears Under Armour baselayer, because it is comfortable and stylish enough to wear to grab a coffee after a class. - 00:44–00:48 00:44–00:48 The woman concludes by stating that while she is not a Pilates princess, she does like the treatment of a princess.

# Ad summary This image ad is promoting the Under Armour HeatGear Baselayer, designed for movement and everyday wear, targeting a confident audience that embraces self-expression. # Brand positioning Under Armour is presented as a brand that empowers individuals to embrace their unique identities and perform at their best. The ad uses the Slovenian words "nekompromisno svoja" to reinforce a message of uncompromising self-expression. The brand aligns with a lifestyle of movement, performance, and everyday wear, suggesting versatility and adaptability. Under Armour positions itself to appeal to a confident, active consumer who values both functionality and personal style. The ad conveys an emotional brand positioning centered around empowerment and self-expression. # Product The featured product is the Under Armour HeatGear Baselayer, which the ad describes as being "zasnovan za gibanje, dovršen za vsakdan." This translates to "designed for movement, perfect for everyday." The baselayer is specifically engineered for all-day wear during workouts, at work, and beyond. The baselayer functions as a versatile piece of athletic apparel suited for various activities and settings. The ad highlights the baselayer's adaptability and convenience for individuals with active lifestyles, removing the barrier of needing separate clothing for different activities. # Visual style The ad features a high-fashion, studio-shot aesthetic with a focus on the featured individual and product. The image treatment includes soft, diffused lighting and color grading that emphasizes the red and orange tones. The typography is bold and modern, with the headline presented in a large, eye-catching font. The overall visual style is designed to be eye-catching and fashion-forward, while remaining accessible and relatable. # Hooks Headline: nekompromisno svoja # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - HeatGear® Baselayer ustvarjen za celodnevno nošenje - med treningom, v službi in izven nje: Provides versatility for all-day wear in various activities. # Benefits - Zasnovan za gibanje, dovršen za vsakdan. - ustvarjen za celodnevno nošenje - med treningom, v službi in izven nje. # Features - HeatGear® Baselayer # Call to action None used. # Social proof - None used. # Point of view - Brand: The opening text conveys the brand's message of uncompromising self-expression and the brand showcases the individual confidently posing and wearing the brand's apparel. - Brand: The text describes the product, highlighting its versatility and suitability for various activities. # Storyline - The ad opens with the phrase "nekompromisno svoja," which translates to "uncompromisingly your own," setting the tone for a campaign centered on self-expression and individuality. The brand is conveying a message that resonates with a target audience that embraces their unique identities and values authenticity. - The Under Armour brand is showcasing an individual confidently posing, wearing the brand's apparel, to visually represent the message of uncompromising self-expression and to embody the brand's values. - The brand describes the product, HeatGear Baselayer, as designed for movement and perfect for everyday wear, highlighting its versatility and suitability for various activities. The intent is to show potential consumers that the baselayer is engineered for all-day wear during workouts, at work, and beyond.

# Ad summary This is an ad for Under Armour activewear, which features a celebrity model. The ad showcases the clothes being worn while exercising. # Brand positioning Under Armour positions itself as a brand for high-performance activewear and workout clothing. The brand seemingly wants to occupy a space in the consumer's mind that is centered around fitness and exercise. It promotes a sporty lifestyle and aligns with values like strength and perseverance. In this ad, Under Armour seems to push against traditional competitor behaviors by hiring a celebrity model who is styled with traditionally non-feminine characteristics, such as a shaved head, as well as masculine clothing and aggressive facial expressions. # Product The ad promotes Under Armour workout clothes, specifically leggings and a top, both part of the HeatGear line. These are designed to be worn during workouts, at work, or 'azon túl is' (beyond that). The leggings are black, high-waisted, and full length with transparent fabric on the lower legs. The top is a tight white cropped T-shirt, with a high neck. Both the top and the pants feature the Under Armour logo. The ad wants the viewer to believe these products are worth trying because they were made for movement and are able to be worn throughout the entire day. # Visual style The ad has a polished, studio-shot production quality. There is strong contrast and color grading. The typography is bold and integrated into the image in a disruptive way. The ad contrasts against typical norms through its aggressive facial expressions. # Hooks Headline: kompromisszumok nélkül # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Mozgásra tervezve, a mindennapokra finomhangolva (Designed for movement, fine-tuned for everyday use) - aláöltözetünk egész napos viseletre készült - edzéshez, munkához és azon túl is (our base layer is made for all-day wear - for training, work and beyond) # Benefits - egész napos viseletre (all-day wear) # Features - UA HeatGear # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present in the bottom text, where the brand is listing the clothing's use cases. # Storyline - The ad opens with a high-energy shot of the model mid-workout, showing her strength and intensity. The brand is attempting to capture the viewer's attention and communicate the idea of performance and power. - The ad transitions to a focus on the brand, Under Armour, and its HeatGear clothing line, highlighting the clothing’s versatility, for workouts, work, and everything else. This is from the brand's perspective and is meant to show that Under Armour's clothing is meant for movement and to be worn all day.

# Ad summary This Under Armour ad showcases their unique compression and training apparel in a stylistic video with a gender non-conforming model training on a Pilates reformer machine with a voiceover. The ad finishes with a red-haired person sitting and reading a book with bold Lithuanian text. # Brand positioning The Under Armour brand is presented as an athletic apparel company that creates functional sportswear for a diverse audience. It promotes inclusivity through diverse casting in the ad. The brand aligns itself with a lifestyle that prioritizes fitness and training. While most competitors focus on traditional athletic performance, Under Armour pushes against these norms by showcasing unconventional training methods such as Pilates. The brand positioning leans heavily towards functionality and performance but also incorporates elements of empowerment through its inclusive representation. # Product The ad showcases Under Armour's range of compression and training apparel, highlighting its versatility and suitability for various workout activities. The apparel is made for people committed to fitness and training. It features the brand logo prominently displayed, symbolizing quality and performance. The products include compression tops, leggings, and training gear. The ad demonstrates the brand's commitment to empowering individuals to pursue their fitness goals with stylish and functional apparel. The use occasion for this product is during workout routines, specifically Pilates. # Visual style The ad has a polished and stylized aesthetic. The editing style consists of quick cuts with smooth transitions. The production quality is high, giving it a commercial feel. The pacing is fast, with many cuts per minute to keep the ad interesting. The lighting is bright and studio-lit, with a focus on vibrant colors and textures. # Hooks Visual: 00:00–00:01: Close up of a person blowing bubblegum wearing purple hair rollers, heavy pink blush, and jeweled earrings in front of a dark blue wall. They are wearing a white top and a jeweled necklace. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses a potential need for versatile and stylish workout apparel that supports various fitness activities. # Value propositions - The range of apparel offered is designed for workouts. - The items are both stylish and functional. # Benefits - Versatility - Suitability for various workout activities - Stylish designs - Functional apparel # Features - Compression tops - Leggings - Training gear # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing apparel and logo with stylized visuals. # Storyline - 00:00–00:01 The ad opens with the sound of someone popping bubblegum. - 00:01–00:04 00:01–00:04: The camera shows a person sitting in a black chair. The person is seen wearing a white crop top, black leggings, a silver bracelet, and a silver anklet. They have pink nail polish on their toes and are wearing pink toe separators. The person lifts a dumbbell with their right arm. - 00:04–00:07 00:04–00:07: Close up of a spring moving followed by a shot of a woman on a Pilates reformer. - 00:07–00:09 00:07–00:09: Close up of a foot with black studded shoes and a silver chain, followed by a shot of a person with wet hair and a silver chain around their neck. Both shots highlight Under Armour apparel. - 00:09–00:11 00:09–00:11: The camera is focused on a person with red hair reading a book surrounded by props and accessories. The next line shows the Under Armour logo and tagline in Lithuanian. - 00:11–00:14 00:11–00:14: The ad ends with a shot of the same person reading with the Under Armour logo in the background.

# Ad summary This ad features an image of a celebrity wearing Under Armour athletic wear and promoting their HeatGear Baselayer product. The ad copy emphasizes the product's suitability for movement and everyday wear. # Brand positioning Under Armour is presented as a high-performance athletic apparel brand that caters to individuals who value movement and versatility in their clothing. The brand aims to occupy a space in the consumer's mind as a provider of functional and stylish athletic wear that seamlessly integrates into both workout routines and everyday life. The brand aligns with a lifestyle that prioritizes an active lifestyle without sacrificing style. Under Armour pushes against the notion that athletic wear is only suitable for the gym, highlighting the Baselayer's ability to be worn all day, during training, at work, and beyond. The brand positioning is functional, emphasizing performance and versatility, while also conveying a sense of empowerment through its association with a confident and active individual. # Product The featured product is Under Armour's HeatGear Baselayer, designed for movement and everyday wear. The Baselayer is engineered for all-day wear, suitable for training, work, and leisure. The key selling proposition is its versatility and suitability for various activities throughout the day. The ad addresses the purchase barrier of athletic wear being limited to workout settings by emphasizing its adaptability to different environments and occasions. It aims to show that this product is worth trying or buying because of its ability to seamlessly integrate into various aspects of the wearer's life. # Visual style The ad has a studio-shot, highly polished look. The image treatment includes color grading and background removal. The typography is large and bold. The overall visual style is modern and disruptive, aiming to capture attention in a fast-paced feed. # Hooks Headline: nekompromisno # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited clothing options that can transition seamlessly between workout routines, work, and everyday activities. It conveys that the consumer does not have clothing that can be worn all day - during training, at work and beyond. # Value propositions - HeatGear® Baselayer is designed for movement and perfected for everyday use, providing a versatile clothing option for all-day wear. # Benefits - Suitable for movement - Perfect for everyday wear - Can be worn all day - Versatile for training, work, and leisure # Features - HeatGear® Baselayer - Zasnovan za gibanje (Designed for movement) - dovršen za vsakdan (perfected for everyday) - ustvarjen za celodnevno nošenje - med treningom, v službi in izven nje (created for all-day wear - during training, at work and beyond) # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is conveyed through the ad copy and visuals, emphasizing the product's features, benefits, and suitability for various activities. # Storyline - The ad opens with an image of a person actively engaged in a workout, emphasizing the brand's association with physical activity. This draws the viewer in and introduces the brand's core focus on performance and movement. This is from the brand's POV. - The text "USTVARJENO ZANJO. Zasnovan za gibanje, dovršen za vsakdan. Naš HeatGear® Baselayer je ustvarjen za celodnevno nošenje - med treningom, v službi in izven nje." (Created for her. Designed for movement, perfected for everyday. Our HeatGear® Baselayer is created for all-day wear - during training, at work and beyond.) is displayed, communicating the product's key features and benefits. It emphasizes the versatility of the product and its suitability for various activities and environments. This is told from the brand's POV, highlighting the product's capabilities.